• Kim Jones, creative director of Dior Menswear, created a pair of trainers dubbed the B33.
• Each shoe will have its own digital equivalent, which will verify the sneaker’s authenticity.

Dior, the high-end fashion label, has introduced a new collection of men’s sneakers that come with their own non-fungible token (NFT) and utilize the Ethereum network.

Dior announced in a tweet on Friday that Kim Jones, creative director of Dior Menswear, created a pair of trainers dubbed the B33 for the label’s upcoming Fall 2023 collection for men. The NFT and online authentication mechanisms are what make these trainers special. Each shoe will have a “digital twin,” an NFT created on the Ethereum blockchain. This is identical to the physical shoe.

This implies that each shoe will have its own digital equivalent. Which will verify the sneaker’s authenticity and provide consumers peace of mind. The retail price of the B33 trainers is $1,350, and there will only be 470 pairs available.

Avoiding Blockchain Terms

The B33 shoe line will expand to include six more designs, all of which will have an NFC chip embedded in the right footsole. The encrypted key connected with this chip will provide the user with access to a customized digital environment.

Shoe buyers may verify the legitimacy of their footwear and have access to additional premium features on the website. These new variations will cost an average of $1,100. Dior’s use of blockchain technology is not surprising, given LVMH’s recent interest in Web3 and cryptocurrency.

Also, Dior’s statement stands apart because of the company’s conscious decision to avoid using any blockchain-related terms. Moreover, Dior has opted to avoid promoting the B33 shoe line using LVMH’s previously popularised buzzwords such as Web3 and NFTs.

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